Why Embrace The World Expo

One of the most famous dictums of power politics is: if one must choose between being loved or feared, pick the latter.

Choices, however, are never that clear nor that available.

Most nations and their leaders wield a blend of powers. They have “hard power”—a monopoly on force within their borders, and a sufficient deterrence to hold off threats from beyond.

They also have “soft power,” which is the ability to attract allies and friends through historical ties, shared values, and common aspirations.

Unlike wars, when nations can fully flex their hard power before an attentive global audience, there are two primary international opportunities for soft power: the Olympics and the World Exposition.

A World Expo, by any measure, is a fascinating convergence of global talent: a theater for grand works of cutting-edge architects; a prom for the arts community; a veritable flash mob for techno-utopians; and a massive public works project for the local community, ideally focused on those most underserved.

To win the votes of the World Expo judges, these elements must come together in a perfectly balanced fare of local charm, global hipness, and strategic politicking.

Most people with whom I speak are nonetheless unaware of the expo mission and history. That is, until I mention one of the most famous landmarks in the modern world: the Eiffel Tower.

To great controversy, the tower was built for the 1889 World Exposition as a temporary structure. But it proved to have such a powerful impact on the world’s perception of France and its soft-power culture—much like the Statue of Liberty has influenced the world’s view of America—that it has become an enduring cultural icon recognized around the world.

That is one of the reasons why Italy is focused on hosting the Expo in Rome for the 2030 selection, South Korea is pushing for Busan, and Saudi Arabia is campaigning for Riyadh. They want to attract more and better ideas, talent, and capital—not just for a year, but for ages to come.

We live in a time when competition among great powers is sounding more and more martial and worrisome. We should do more than welcome the soft power jostling of the World Expo competitions. We should all celebrate it, attend more closely to the process, and if possible attend.